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研究生:丁尚銘
研究生(外文):Shang-Ming Ting
論文名稱:調節焦點理論對於虛擬社群忠誠度影響之研究-以聊天室為例
論文名稱(外文):The Effect of Regulatory Focus on Loyalty in Virtual Community - Chat room as example
指導教授:沈永正沈永正引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理與服務科學學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:64
中文關鍵詞:虛擬社群調節焦點理論信任感凝聚力忠誠度
外文關鍵詞:Virtual CommunityRegulatory FocusTrustCohesionLoyalty
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虛擬社群為一群人透過網際網路互相溝通與資訊分享的社會現象。其存在價值不僅僅在於所匯集的資訊和資源,更重要的是它把人們聚集在一起、共同分享目標、甚至產生並吸收所創造的知識。一個成功的虛擬社群要能讓社群裡的人們持續地互動,並從互動中創造出一種互相信賴與相互協助的夥伴關係。
本研究將虛擬社群限定在網路聊天室,由於網路聊天室擁有獨特的交流環境,就像在現實世界裡一個聚會的地點。但是由於虛擬社群是匿名情境,可能會降低使用者對虛擬社群的信賴與安全感,甚至不願意留置社群中。本研究將以調節焦點理論為基準點,將進入虛擬社群的使用者動機做一個區分,再來找出虛擬社群中,有哪些因素會有效的影響到社群裡互相的忠誠度。
本研究目的在於探討: 不同調節焦點的使用者,在虛擬社群中會不會對社群或是社群成員的信任感與凝聚力造成影響。再來探討虛擬社群中信任感與凝聚力與忠誠度表現的關係。
研究結果顯現出,不同調節焦點的使用者會對社群內的信任感和凝聚力造成不同的影響,而信任感和凝聚力也會對忠誠度表現造成正向的影響。在此提供虛擬社群經營者吸引新成員,鞏固舊成員,及從事分群目標社群經營之參考。


Virtual community is a social phenomenon that many people through internet to communicate with each other and share information. The value of virtual community not just collect information, the more important thing is people can get together, share goals, produce and absorb the new knowledge. Successful virtual communities should be able to let people interact with each other continuously, and create a partner relationship which is mutually supportive and helpful.
In this thesis, we choose internet chat room to represent virtual community. Because the internet chat room have special and unique interactive environment, just like a meeting place in real world. This research use regulatory focus theory to differentiate between users in the virtual community, then we find out what factors can affect loyalty in the virtual community.
Propose of this research is that can users in different regulatory focus affect trust and cohesion that between community and members or between members? Then we confer the relationship between trust and cohesion to loyalty in the community.
According to result, user in different regulatory focus has the different affect to trust and cohesion in virtual community, then trust and cohesion has the positive effect to loyalty. This thesis provides managers in virtual community ideas that can be used to attract new members, keep old members, and to do the group target manage.


中文摘要 ii
英文摘要 iii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 vii
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 虛擬社群概論 5
第二節 網路聊天室概論 7
第三節 調節焦點理論 9
一、調節焦點的定義 9
二、調節焦點的特性 10
第四節 信任感 12
一、信任感的定義 12
二、信任感在虛擬社群的特性 13
第五節 凝聚力 15
一、凝聚力的定義: 15
二、凝聚力在虛擬社群的特性 15
第六節 忠誠度 17
一、忠誠度的定義 17
二、忠誠度在虛擬社群的特性 18
第三章 研究方法 20
第一節 研究架構與研究假說整裡 20
第二節 研究變數操作性定義與衡量 22
一、調節焦點理論 (Regulatory Focus Theory) 22
二、信任感 (Trust) 24
三、凝聚力 (Cohesion) 26
四、忠誠度 (Loyalty) 27
第三節 研究對象與資料蒐集 28
第四節 資料分析方法 29
一、敘述性統計(Descriptive Statistics) 29
二、信度分析(內部一致性分析) 29
三、效度分析 30
四、探索性因素分析(Exploratory Factor Analysis, EFA) 30
五、驗證性因素分析(Confirmatory Factor Analysis, CFA) 30
六、結構方程式模式分析(Structural Equation Modeling, SEM) 31
第四章 研究結果 33
第一節 樣本描述與敘述性統計分析 33
第二節 信度分析 37
第三節 探索性因素分析 38
第四節 驗證性因素分析 42
第五節 效度分析 46
第六節 結構方程式模式分析 49
第七節 研究假說驗證 50
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻 53
一、學術貢獻 53
二、管理意涵 54
三、研究限制 55
四、後續研究建議 55
參考文獻 57
附錄: 研究問卷 61


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